STC-PR's Support for Kumho Tyres in the Manchester United Sponsorship Deal

When Kumho Tyres announced its four-year sponsorship deal with Manchester United, STC-PR played a key role in helping the company leverage this high-profile partnership to boost its international image and expand its visibility across global markets. The deal, which included the rights to use Manchester United's logo and player images in Kumho’s advertising campaigns, provided a unique opportunity for the Korean tyre manufacturer to connect with millions of football fans worldwide.

STC-PR worked across multiple channels to promote and maximise the impact of this sponsorship deal.

Strategic Communication & Messaging

To ensure the sponsorship deal resonated with both Kumho’s global audience and Manchester United’s extensive fan base, STC-PR worked closely with Kumho’s team to craft clear, engaging messaging that highlighted the key benefits of the partnership.

• Global Brand Positioning: STC-PR helped position Kumho Tyres as an international player in the automotive industry, underscoring the brand’s association with one of the world’s most prestigious football clubs.
• Innovation & Performance: We emphasised Kumho's commitment to high performance and innovation, aligning the company with Manchester United’s values of excellence and competitive spirit.
• Local Relevance: While the sponsorship was global, STC-PR ensured the messaging was locally relevant, highlighting the impact of the sponsorship across different regions, including key markets for Kumho Tyres such as the UK, Asia, and Europe.

Retail Dealer Network Engagement

One of the key objectives of the partnership was to leverage the sponsorship to boost Kumho’s visibility at the retail level. STC-PR worked to ensure that the sponsorship deal was integrated into Kumho’s dealer network to engage with consumers directly at the point of sale.

Event & Activation Support

To further leverage the sponsorship, STC-PR assisted with on-the-ground activations that showcased Kumho Tyres’ partnership with Manchester United at key events, helping to bring the sponsorship to life for consumers and fans.

PR & Media Outreach

To drive awareness and create buzz around the sponsorship deal, STC-PR worked on executing a comprehensive media strategy that targeted both sports and automotive press. The team worked to ensure the partnership received significant attention across various media platforms.

Long-Term Brand Visibility

The sponsorship deal provided Kumho Tyres with long-term visibility, and STC-PR made sure the partnership remained a focal point of their ongoing marketing efforts. By maintaining consistent communication and highlighting the success of the sponsorship throughout its duration, we helped Kumho keep the excitement around the deal alive.

The Impact of STC-PR’s Work for Kumho Tyres and Manchester United Sponsorship

• Expanded Brand Reach: Kumho Tyres gained exposure to a global audience, particularly among Manchester United’s massive fanbase.
• Boosted Brand Image: The association with Manchester United helped elevate Kumho’s image as a high-performance, premium brand.

The partnership successfully helped Kumho Tyres enhance its international image, connect with consumers, and drive long-term growth.